Case Study: AlgaeCal achieves accurate cross-channel marketing measurement and smarter budget allocation with AdRoll

AlgaeCal Uses AdRoll to Measure Marketing Mix Performance Accurately

AlgaeCal is a health-and-wellness brand that makes clinically backed, algae‑based calcium supplements; Jasper Mordeno, the SEM manager, needed to report on how cross‑channel marketing drove revenue but was hampered by up to 10 siloed vendors, manual data exports, duplicate conversions, and mismatched revenue attribution. That fragmentation made it difficult to see holistic customer journeys or prove the true impact of each channel.

By adopting AdRoll’s cross‑channel measurement and multi‑touch attribution, AlgaeCal centralized performance data, uncovered budget inefficiencies, and reduced spend on Google Ads (including branded campaigns) without hurting conversion volume—freeing budget to test higher‑impact channels. The clearer attribution and ability to compare models improved budget allocation, supported an omnichannel strategy, and delivered stronger ROI reporting that won executive buy‑in.

AlgaeCal

Jasper Mordeno

SEM Manager